Qualified leads, not just form fills.

A variant can bring in more requests and worse leads. Probant links each lead to its visitor without receiving the lead itself, receives what your CRM reports back, and puts form fills, qualified leads, and signed deals side by side.

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Corporate gift quotes · Free quote in 2 minutes

Quote requests7,200 exposed visitors per variant+41.4%+22.2% to +64.2%
Qualified leads3,600 visitors whose 30-day window has closed-42.9%-61.7% to -18.2%

More requests, fewer good leads: the report flags it before rollout, as it does for a revenue winner that loses on margin.

Maison Lune, a fictional demo store · Probant’s demo is a store; its leads are fictional, modeled on a B2B site, and computed by the same engine

A submitted form is only the first step.

The pitfalls of testing on a lead generation site, from form fill to signed deal.

Fewer fields attract the curiousFewer questions bring more requests, including requests your sales team throws out.
“Free” doesn’t mean “interested”A bolder promise inflates form fills without bringing in more buyers.
The answer arrives weeks laterQualification, meeting, signature: your CRM knows long after the test ends.
Linking a lead to a variantWithout a link between lead and visitor, your CRM can’t tell which page brought the lead in.
Personal dataSending contact records to a testing tool is neither useful nor desirable.

The form carries the ID; your CRM sends back the rest.

Each answer comes from the product or from the “Corporate gift quotes” demo.

A hidden field in the formThe script adds the visitor ID to marked forms, after the visitor agrees when the workspace requires it, and never for a visitor who opted out. It’s a small module, loaded only by sites that turn it on.The main script carries none of it, so its size doesn’t change.Learn more Form fills and leads side by sideThe report flags a variant that wins on form fills but loses, or stays undecided, on qualified leads: the same signal as a revenue winner that loses on margin.Demo: more quote requests, fewer qualified leads, flagged before any rollout.Learn more The window counted in the test lengthA CRM conversion counts up to day N after the first exposure (365 days at most); a visitor whose window is still open waits outside the calculation.For a 30% effect: 41 days on requests, 108 days on qualified leads, including a 30-day window.Learn more Your CRM, through a webhookA webhook or automation from your CRM, Zapier, or Make; Stripe connects directly. No names, emails, or phone numbers: a call that contains any is rejected in full.Median delay observed in the demo, from first visit to qualification: 6 days.Learn more

Three steps, without touching your contact records.

Mark the form.

Turn on the hidden field in Probant (Leads page), then add data-probant-lead to your forms, or set a selector. Your CRM stores the field with the lead.

Your page

<!-- The script adds the hidden probant_id field -->
<form action="/devis" data-probant-lead>
  …
</form>

Create the CRM conversions.

In Metrics: “Qualified lead” and “Signed deal,” source “CRM conversion,” each with its window. Your CRM sends them when the stage is reached, with a key used only for that.

Your CRM

POST /api/v1/conversions
{ "visitorId": "0190f2c4-…",
  "metric": "lead-qualifie",
  "occurredAt": "2026-11-08T10:30:00Z",
  "externalId": "deal-1042" }

Decide on qualified leads.

The test plan adds the window to the test length and recommends deciding on qualified leads, with signed deals tracked alongside. The report shows how many visitors are still waiting.

Corporate gift quotes · Free quote in 2 minutes

Quote requests7,200 exposed visitors per variant+41.4%+22.2% to +64.2%
Qualified leads3,600 visitors whose 30-day window has closed-42.9%-61.7% to -18.2%

More requests, fewer good leads: the report flags it before rollout, as it does for a revenue winner that loses on margin.

What Probant reads, and what it leaves out.

With a webhook, your CRM sends the data when a stage is reached; Probant doesn’t read it. A form inside a frame from another domain isn’t filled in. A received conversion can’t be corrected: the first one stands. See the documentation and the Security and GDPR page.

Frequently asked questions.

Does Probant receive my leads’ contact details?

No. The form passes the Probant visitor ID, a random pseudonym, to your CRM. Your CRM then sends Probant that ID, the conversion key (“lead-qualifie”), its date, its ID in the CRM (stored as a keyed hash, never in plain text), and an amount if there is one. A request with a field that looks like an email address, a name, or a phone number is rejected in full.

Do I need visitor consent?

Yes, in the default mode: the hidden field is filled in only after the visitor agrees, and never for a visitor who has opted out. Linking a lead to the ID is processing on your side, to disclose in your privacy policy.

Is my CRM compatible?

It just needs to store a field and call a web address when a stage is reached: a HubSpot workflow (“Send a webhook” action), a Pipedrive automation, a Salesforce Flow, Zapier, or Make. The plan you need depends on the tool; the documentation notes what each tool’s official page says.

How long does a test on qualified leads take?

The time it takes to reach the sample size, plus the conversion window: a visitor only counts once that window has closed. The test plan calculates this before launch and recommends deciding on qualified leads, which come faster and more often than signed deals, while tracking signed deals alongside.

What about SaaS?

Sign-up is the form, and the first payment is the delayed conversion. Stripe connects directly: paid conversion, MRR, retention, and follow-up after the test stops are covered on the “Subscriptions (SaaS)” page.

Other use cases

The same engine, for other site areas and other teams. The demo opens on the screen this page describes.

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Open demo, no sign-up
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